MKT 409: Customer Relationship Management

This course introduces a broad spectrum of Customer Relationship Management (CRM) and concentrates on building and maintaining customer loyalty and lost customer win-back, as a key component of the organization's total marketing effort. Composed of people, technology, and processes, and effective CRM optimizes the selection or identification, acquisition, growth, and retention of desired customers to maximize profit. Students who are interested or responsible for the development of any major aspect of CRM will find this course beneficial. CRM discussions and projects will address both organizational customers and consumers/households. Students will incorporate CRM conceptual frameworks with practical toolsets, including customer information management, CRM functions, leading CRM software/systems/solutions, effective CRM communication, and the ethical and social issues related to CRM.